Television Markets and Congressional Elections

Abstract

This research examines the effects of the relative congruence of congressional districts and television markets on congressional elections. We consider propositions concerning the voters' information about and evaluations of the candidates, drawing on data from the U.S. Census, the Nielsen Station Index, and the CPS 1980 National Election Study. The findings indicate that market/district congruence increases voter information about, exposure to, and familiarity with congressional candidates. This increase in information works to the challengers' advantage and results in challengers receiving a greater share of the vote in congruent than in incongruent districts. Congressional incumbents derive electoral benefits in direct proportion to the incongruence of their district and television markets.

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